Camping & hiking gear marketing agency

Backpacking gear and car-camping gear share words and almost nothing else. A search for a 'two person tent' can mean an ultralight shelter or a family weekend tent, and the two convert at different rates and margins. We separate campaigns by trip type so bids reflect the value of each, and we let search terms that include a weight, a temperature rating or a capacity in litres carry higher bids because they signal a shopper close to buying.

Seasonality is built into budgets ahead of time. Spring and early summer take most of the spend on shelters and sleep systems. Autumn shifts to insulation and layering. December moves to gift-friendly items with plain-language landing pages for buyers who are not hikers themselves.

Stove fuel and other ground-only items are kept in their own campaign with landing pages that state shipping restrictions up front.

Camping gear sells on trust that it works in weather, and that trust comes from footage of the tent pitched in wind, the bag in frost, the stove boiling in the cold. We build creative around real trips in real conditions and let the spec appear as a caption over the footage rather than as a list.

Cold audiences are reached through trip intent: people researching specific trails, parks and long-distance routes. Retargeting follows a viewed tent with the footprint and the pad that pair with it, and follows a viewed pack with the rain cover and the hydration kit.

Gift season creative is written for the non-hiker. It shows what the product is for, who it suits and how to get the size right, and it points to a gift guide rather than to a spec-heavy product page.

Merchant Center has no native field for R-value or comfort rating, so we place those in titles and custom labels where Shopping can match them. Weights are stated the same way on every product, with trail weight and packed weight both present, and capacities are in litres and person count so that filters work.

Colour and length variants are grouped under one item_group_id. A sleeping bag in regular and long is one product with two variants, not two products competing against each other.

Shipping is the part most camping feeds get wrong. Fuel canisters and some treatments cannot go by air and may carry surcharges, while tents and packs ship as ordinary parcels. We set shipping groups that match what checkout actually charges, so the feed stays approved and the price shown in Shopping matches the price at checkout.

Before buying, a hiker asks an assistant what temperature rating they need for autumn nights at altitude, whether a certain pad is warm enough for shoulder season, and how two tents compare on weight. We write collection and product content so those answers exist on your site in plain sentences with the actual numbers.

Collection pages are organised by the decision, not the department: three-season versus four-season, ultralight versus comfort, solo versus two-person. Each opens with a direct answer about who the collection is for and what it weighs.

Support content covers care and repair: seam sealing, re-applying water repellency, patching a pad, storing down properly between trips. It ranks, it gets cited by assistants, and it links to the consumables and spare parts that do the job.

A customer who buys a tent in April is going somewhere in May. We build a pre-trip flow that sends a packing checklist keyed to what they bought and what they have not bought yet, then a post-trip message asking how it went and pointing to care products.

Consumable reminders are timed to use: a fuel canister purchase triggers a restock message before the next long weekend, a water filter purchase triggers a cartridge reminder after a season of use, a shell jacket purchase triggers a re-waterproofing reminder in autumn.

Seasonal sends follow the calendar the customer already lives by. Shoulder-season insulation in September, gift guides in late November, spring gear checks in March. SMS is used only for stock-back alerts and shipping updates on items with a trip date attached.